Belvedere Vodka is one such premium brand, which is refined to deliver a subtle sweetness and a smooth finish. Hailing from the small town of Zyrardow in the Mazovian plains west of Warsaw (Poland), Belvedere Vodka is meticulously handcrafted using a single-grain ingredient: the Dankowskie Gold Rye. Is the Belvedere online experience as smooth as its vodka?

The US homepage is adorned with images of the stylish satin finished glass bottle (which depicts the Belvedere Palace—the official residence of the Polish president in Warsaw), and welcomes the user to "taste the beautiful life."

Throughout the site, the brand has adopted a minimalist approach and uses crisp content and subtle imagery to appeal to an audience that is socially active and style conscious.

The main menu on the homepage resembles the perfectly layered drink—well coordinated, thoughtful, and diligently structured. The Vodkas section presents information on the three product lines: the original, and the macerated versions—Belvedere Cytrus and Belvedere Pomarancza, which were recent additions (2004) to the company’s offerings.

If you’re looking to give vodka as a gift for a special occasion or to a special someone, the site has a gift section outlining some customized creations, from miniatures to gift boxes.

With the competition in this industry becoming intense, the Belvedere Vodka brand could definitely adopt the web as one of the strategic tools to distinguish itself from the competition. And while online shopping might not be a feasible option given the age restrictions associated with alcohol, a store locator feature would serve as an added convenience for the prospective shopper.

In terms of design, the site features a pleasing color palette reminiscent of the vodka’s packaging. However, the brand’s web presence should represent more than just a beautiful online catalogue. For a brand with a legacy and reputation such as Belvedere Vodka, it is surprising that there isn't a press section or information about the parent company. The brand's competitor, Ketel One Vodka, offers this information on its site.

However, considering that consumers of Belvedere Vodka are connoisseurs of high quality vodka, they most likely do not want to be associated with a parent company or any other group that would detract from the atmosphere of being involved with such an exclusive club of vodka drinkers. From a company point of view, this would help build customer loyalty and also serve as an important touch point with its customers.

Furthermore, a section outlining exclusive events and promotions would definitely serve as a pull factor for the brand. Belvedere Vodka’s UK site offers an innovative service called the Belvedere Private room, which allows vodka enthusiasts to book a private bartender, masseuse or poker expert, and enjoy several Belvedere cocktails in the comforts of their home. Similarly, the brand could publicize its promotions on the US site. For example, a recent event called the Belvedere Vodka Tasting Party in NYC, or another one at Red Sky Lounge, Philadelphia, is not mentioned on the site.

From a design point of view, the site captures the luxurious essence of the brand, but some added refinements, in terms of content and interactivity, would go a long way in making the brand experience even more compelling.